GetYourGuide told me many visitors were looking for tickets for popular POIs (aka points of interest... think Eiffel Tower in Paris).
And although many visitors landed on the appropriate page, far too many were leaving the page without buying.
My task was to find out what was wrong, and suggest a fix for the problem.
Challenge
- Tourists struggled to find a suitable activity
- Info density too high, especially for mobile screens
- Filtering accessible but unusable for users
Analysis
- Info presentation unsuitable for end customers
- Endlessly long lists causing fatigue
- Sections of information on activites were unclear & general lack of transparency
Solution
- Focus on mobile use case
- Reduction of elements on all screens
- Clear labelling to increase transparency
- Filters used by system to automatically generated "curated" lists
Role
- UX Designer
- Researcher
- + Interviews
- + Card Sorting
- + Usability Tests
Tools
- Paper & Pen
- Sketch
- InVision
Deliverables
- Wireframes
- Layouts
- Prototypes